A lot of time and energy goes into an SEO campaign. The strategy is customized to the client’s needs and is a process for long-term success. The results are continuously used to improve on the original strategy, and so on and so forth. In the midst of this complex process, some things may get overlooked, and they tend to be the simple things. If you already have an SEO strategy in place, make sure you haven’t overlooked the following three factors.
Although images can’t be “read” by search engines, they do offer a unique advantage in the image search results. For instance, your potential patient may be interested in what dentures look like, or maybe dental implants, so they search Google images.
They find an image they’re interested in, and as they are viewing the image, they want more information. They notice the image is linked to a dental website so they click through.
What do they find? Your website.
According to Raven Tools’ study, 78 percent of on-site SEO issues were image related, and 25 percent of those images were missing alt attributes entirely.
How do images show up in the image results?
- File name that accurately describes the image
- Alt text that accurately describes the image
- Embed or upload the image on a page it supplements (dental crown image needs to go on a dental crown page)
You want to make sure all images used on your site have optimized file names and alt attribute text.
A website with content copied from somewhere else will have a hard time, if not an impossible chance, of showing up on search engine result pages. Google specifically has been cracking down on duplicate content sites, and in some cases, preventing those sites from showing up in the results.
What does this mean for your site?
You need to ensure that your content is not copied from somewhere else, or considered duplicate.
An example of this would be using another dental website’s text from their teeth whitening page on your own site. Literally copying and pasting it for your own use is a no-go with search engines.
How do you make sure you aren’t using copied content?
Use copyscape. You can search for duplicates of your page by pasting the page URL into Copyscape’s webcrawler to see if your text is found anywhere else on the internet. It’s a simple way to determine if you need a copy rewrite.
Although meta information does not directly affect the rankings of your pages, it can influence users to click through to your website.
What does this indirect influence look like?
When a user types a term, phrase, or question into a search engine like Google, the search engine will do its best to return relevant results. According to research, users typically look at the top 3-5 results, skimming the titles and meta descriptions for potential matches to their query.
Here is an example of a search result with meta title and description:
The meta description allows you to add more value to your link on the results page. It gives the user more context from which to decide if the page is likely to contain the information they’re looking for.
For instance, a user looking for teeth whitening products will most likely click the link for which the meta description states the specific teeth whitening products the office uses, rather than the link that describes the office as simply providing teeth whitening.
How do you check your website’s own meta information?
There are two ways:
1. Navigate to the page in question. Once your there, right click and find page source (this option will vary between browsers. You may find source, page source, inspect source, or something similar). The page you’re looking for looks similar to this one:
Once at that page, type ctrl-f (windows) or cmnd-f (apple) and search through the code for: meta name =“description”
You are looking for something like this:
2.Use the following search string to pull up your meta information: info:yourdomain.com.
Here’s an example:
You will either see a string of text describing the page you’re looking at, or it won’t have any text at all. If you don’t see descriptive text, you may need to consider speaking with your website manager and/or SEO strategist to get this resolved.
Now that you’re aware of the three most common on-site SEO issues, check your own site. Make sure your SEO strategy is working for you. Remember, your online presence should be consistent, and your strategy should be dynamic.